As Outer Light Brewing marks its 10th anniversary this year, the Connecticut-based brewery isn’t just raising a glass to celebrate … instead it’s ushering in a new era. The milestone celebration comes on the heels of the brewery’s acquisition by fellow Ocean State brewer Grey Sail Brewing in January, a move that aimed to strengthen both brands while maintaining Outer Light’s identity.
To commemorate the occasion, the two breweries teamed up on a special collaboration beer in April and now Outer Light has launched a refreshed look for the brand, starting with a new release, Morning Light Lager, in early June.
Carey Beralderi, Director of Sales & Marketing, Outer Light Brewing — Groton, Connecticut
BREWER: What were the key goals you have set when deciding how to celebrate the 10th: brand reinforcement, community engagement, creating a sales lift, or something else? Why were those the center points of change?
BERALDERI: The 10th anniversary also happened to align with our new partnership with Grey Sail, where we were looking at all aspects of the operation. Outer Light has been brewing beers and building community in Groton for 10 years; it was definitely time for a refresh that represented its strong coastal roots. Announcing both a new beer and a new logo was an exciting way to bring customers together to celebrate while also reinforcing that Outer Light is here to stay.
BREWER: How did you determine what from your 10-year history was the most important piece to spotlight during this celebration?
BERALDERI: The most important piece to highlight was the Groton community that we not only serve, but that also supports us. The Navy history is an essential part of Groton, which we think the new logo is more reflective of. The original logo featured a lighthouse and we felt it was important to bring that back. At the same time, we felt that Groton should be celebrated, which is why we launched with a block party event.
BREWER: What marketing channels have been most effective for promoting the anniversary series so far — email, social, taproom activations, or others?
BERALDERI: The use of social media has been key in promoting our anniversary and bringing awareness to the event. We are now focused on growing our email newsletter. We value our community here at Outer Light and we want our customers to feel that sense as well. We will continue to celebrate all year long with our special taproom events which we promote through our social channels.
BREWER: How have you incorporated storytelling into your anniversary campaign for customers who may not know the full backstory?
BERALDERI: Our 10th anniversary milestone presents a perfect opportunity to share the brand’s beginnings over the next several months. We plan to lean into our navy and community roots.
READ MORE: Being Strategic With a Brand Refresh
BREWER: How have you equipped your taproom staff to act as storytellers or brand ambassadors during the anniversary?
BERALDERI: For our anniversary, we’ve empowered our taproom staff to be more than servers — they’re storytellers. They know the history behind our beers, the roots of our brand, and what Outer Light means to our community. Every pour comes with a piece of our story.
BREWER: What advice would you give to other breweries preparing for a major milestone, especially those with limited marketing and promotional resources?
BERALDERI: We are a small but mighty team at Outer Light. Even though there aren’t enough hours in the day, it’s important to carve out some time to map out all of the pieces of a milestone event. Being prepared with tasks and messaging allowed other pieces to fall into place rather than creating it all on the fly.
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